Carol Bartz has two years as CEO of Yahoo. He took the helm of one of the symbols of the Internet in a storm indescribable. Scientific training, he waited several months before his first statements about the company, which earned him no little criticism of the financial world-men. But if something has plenty Bartz's experience in large companies.
For nearly twenty years led Autodesk, and now sits on the board of Cisco Systems. Nevertheless, the challenge is not easy: Yahoo relocate again in the forefront. Question: If something is the romance of the Internet, and is still alive, that's Yahoo. First search, then portal with millions of Internet users, but it seems that the mobile has made him lose prominence.
Please do not tell us that the best of Yahoo! left behind. Answer: No. The best days are ahead of Yahoo. Today there is too much information and what we know how to do is help to find, out of confusion. We want to help anywhere in the world to place you and give you the information you want to do.
What can not be is that you get information that is not interested. But getting the customization is a huge mathematical work. In this we are going to be better every day. P. For now its management is brilliant cutting costs, but in point of income is not improved. R. I see it as an engineer.
You can not say just now and it's generated revenue. We need to improve products, improve the system of advertising, and reduce costs, and then we'll cover the income. The first thing I did to reach the company was looking at the variety of products and make sure that innovation was assured.
We have innovative products that will see surfers and advertisers. At year end all this will generate more revenue. P. They already have hundreds of millions of people with a yahoo mail account and using its financial pages, but the income is not in the same proportion. R. That's right, but must first find the target advertising for each customer and that it takes to get as much technical work is needed prior.
Now we start to do so. For example, in U.S. page every five minutes we serve 45,000 images. We work with algorithms to keep track clicks, but that means better programming for the machine to finish learning what you want every Internet. Improving technology, finding them, we can double revenue.
but we have to be precise. We must offer the advertising at the right time in the proper context. P. First Yahoo! was distinguished by its search engine, then through its website, now what matters is the motive. Is Yahoo! prepared for its third revolution? R. The revolution is still the same: the content.
On the screen that is. People use multiple screens: the TV, tablet, mobile ... Our life goes from one to another screen. We must ensure that Yahoo passes at the right time the right information to any of these screens. My job is the content and send it anywhere. The business is content.
P. Why Yahoo! its way forward and then others? We refer, for example, if the widget on the TV to attach to the Internet, Google and Apple now exploit. R. That's right. Yahoo was first in many things. Our way and abandon it. The television was one of the challenges facing Yahoo, start with the widgets, we were ahead of many things the past five years, including search techniques, but Yahoo! not had the discipline to finish them.
They had a good first idea, but left the end of the competition. It's over that time to leave because things are not funny. P. Microsoft, which has an agreement with you, has teamed with Nokia on mobile R. Yes, I know the details of the agreement, but it seems a sensible agreement. P. Why Microsoft has made a search, when Yahoo was born as a search engine? R.
Because it takes a lot of money for search engines. Microsoft does well and we prefer to invest that money in the contents and be in the first line of contact with advertisers. P. Nokia delegadio Councilor spoke of duopoly Android and Apple in mobile. Which side is Yahoo!? R. We can make arrangements with anyone, even with Google.
More and more companies compete and yet they are associated. Apple and Google were great friends and now. It is true that all of these agreements, the operators are nervous. We do not take away customers to the carriers, we have ours. P. One of the recent agreements with Zynga Yahoo is the creator of minigames.
What gives? R. People spend 10% of their time on the phone to play. I sometimes play on airplanes, not much, are simple, but I do not want the Internet users out of Yahoo! to play. I want to play inside because they are too long. For the customer it is good to have everything in one place.
P. "Social networks are now its greatest competition? R. Rather you did not exist, but they exist. Many people enter Facebook, but also Yahoo! because each one offers something different: Facebook to be with friends and Yahoo to find out what's happening. To say that social networks account for all the days of the Internet is too simple.
P. And how do take time away from Facebook? R. While each location in each giving the information that matters to people. In India, for example, are the first cricket information. P. What gives money? Because the big question of the Mobile Fair is always the same: how to monetize the applications, how to monetize customers, how to monetize the content ...
R. Course is the same problem for everyone. P. Any ideas? R. Subscriptions and advertising. People are already starting to get used to the small payments, as with applications, and in the end everything just adds up. But the content must be interesting for people to pay them. P. Or copy R.
Yes, well. It is a problem, but what we do is to give value to your content. Put it here and share the revenue. Are formulas. We make pages with no ads, and people prefer to ads because it does not pay. People start to know you have to pay either seeing ads or subscriptions. P. How The Daily? R.
It is too early yet, but the Daily by definition is a once a day, and on the Internet is changing every moment. Has a conceptual problem. People are online and want constant change, and the Daily with the revolt of Egypt did not. In the case of the Icelandic volcano I had to go to London, I went on Yahoo to know what to expect, and the story was for 17 hours.
That can not be. P. Yes, but we are offering all-day news, free, and revenue from the old newspaper. R. I know, the situation is crazy. P. Let us go. You have always been a symbol for women workers and executives to excel in a man's world as it is technological. Takes decades helping girls to study math in school.
Has anything changed in that time? R. Honestly, no. I have two daughters, 22 and 29 years, and I want the world to work out better for them, but the reality is that much better. What I do now is to talk and that old white man listen to me. They also have daughters and women and at some point they will be given a chance.
P. Where there are paid good wages, safe giving them the opportunity. R. It's true. Men choose men. Choose white man white man. Follow the same problem.
For nearly twenty years led Autodesk, and now sits on the board of Cisco Systems. Nevertheless, the challenge is not easy: Yahoo relocate again in the forefront. Question: If something is the romance of the Internet, and is still alive, that's Yahoo. First search, then portal with millions of Internet users, but it seems that the mobile has made him lose prominence.
Please do not tell us that the best of Yahoo! left behind. Answer: No. The best days are ahead of Yahoo. Today there is too much information and what we know how to do is help to find, out of confusion. We want to help anywhere in the world to place you and give you the information you want to do.
What can not be is that you get information that is not interested. But getting the customization is a huge mathematical work. In this we are going to be better every day. P. For now its management is brilliant cutting costs, but in point of income is not improved. R. I see it as an engineer.
You can not say just now and it's generated revenue. We need to improve products, improve the system of advertising, and reduce costs, and then we'll cover the income. The first thing I did to reach the company was looking at the variety of products and make sure that innovation was assured.
We have innovative products that will see surfers and advertisers. At year end all this will generate more revenue. P. They already have hundreds of millions of people with a yahoo mail account and using its financial pages, but the income is not in the same proportion. R. That's right, but must first find the target advertising for each customer and that it takes to get as much technical work is needed prior.
Now we start to do so. For example, in U.S. page every five minutes we serve 45,000 images. We work with algorithms to keep track clicks, but that means better programming for the machine to finish learning what you want every Internet. Improving technology, finding them, we can double revenue.
but we have to be precise. We must offer the advertising at the right time in the proper context. P. First Yahoo! was distinguished by its search engine, then through its website, now what matters is the motive. Is Yahoo! prepared for its third revolution? R. The revolution is still the same: the content.
On the screen that is. People use multiple screens: the TV, tablet, mobile ... Our life goes from one to another screen. We must ensure that Yahoo passes at the right time the right information to any of these screens. My job is the content and send it anywhere. The business is content.
P. Why Yahoo! its way forward and then others? We refer, for example, if the widget on the TV to attach to the Internet, Google and Apple now exploit. R. That's right. Yahoo was first in many things. Our way and abandon it. The television was one of the challenges facing Yahoo, start with the widgets, we were ahead of many things the past five years, including search techniques, but Yahoo! not had the discipline to finish them.
They had a good first idea, but left the end of the competition. It's over that time to leave because things are not funny. P. Microsoft, which has an agreement with you, has teamed with Nokia on mobile R. Yes, I know the details of the agreement, but it seems a sensible agreement. P. Why Microsoft has made a search, when Yahoo was born as a search engine? R.
Because it takes a lot of money for search engines. Microsoft does well and we prefer to invest that money in the contents and be in the first line of contact with advertisers. P. Nokia delegadio Councilor spoke of duopoly Android and Apple in mobile. Which side is Yahoo!? R. We can make arrangements with anyone, even with Google.
More and more companies compete and yet they are associated. Apple and Google were great friends and now. It is true that all of these agreements, the operators are nervous. We do not take away customers to the carriers, we have ours. P. One of the recent agreements with Zynga Yahoo is the creator of minigames.
What gives? R. People spend 10% of their time on the phone to play. I sometimes play on airplanes, not much, are simple, but I do not want the Internet users out of Yahoo! to play. I want to play inside because they are too long. For the customer it is good to have everything in one place.
P. "Social networks are now its greatest competition? R. Rather you did not exist, but they exist. Many people enter Facebook, but also Yahoo! because each one offers something different: Facebook to be with friends and Yahoo to find out what's happening. To say that social networks account for all the days of the Internet is too simple.
P. And how do take time away from Facebook? R. While each location in each giving the information that matters to people. In India, for example, are the first cricket information. P. What gives money? Because the big question of the Mobile Fair is always the same: how to monetize the applications, how to monetize customers, how to monetize the content ...
R. Course is the same problem for everyone. P. Any ideas? R. Subscriptions and advertising. People are already starting to get used to the small payments, as with applications, and in the end everything just adds up. But the content must be interesting for people to pay them. P. Or copy R.
Yes, well. It is a problem, but what we do is to give value to your content. Put it here and share the revenue. Are formulas. We make pages with no ads, and people prefer to ads because it does not pay. People start to know you have to pay either seeing ads or subscriptions. P. How The Daily? R.
It is too early yet, but the Daily by definition is a once a day, and on the Internet is changing every moment. Has a conceptual problem. People are online and want constant change, and the Daily with the revolt of Egypt did not. In the case of the Icelandic volcano I had to go to London, I went on Yahoo to know what to expect, and the story was for 17 hours.
That can not be. P. Yes, but we are offering all-day news, free, and revenue from the old newspaper. R. I know, the situation is crazy. P. Let us go. You have always been a symbol for women workers and executives to excel in a man's world as it is technological. Takes decades helping girls to study math in school.
Has anything changed in that time? R. Honestly, no. I have two daughters, 22 and 29 years, and I want the world to work out better for them, but the reality is that much better. What I do now is to talk and that old white man listen to me. They also have daughters and women and at some point they will be given a chance.
P. Where there are paid good wages, safe giving them the opportunity. R. It's true. Men choose men. Choose white man white man. Follow the same problem.
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